A single ad now has to live in at least four frames. Cropping a horizontal film into a vertical one after the fact usually cuts off the thing that mattered.
01Frame for vertical first
Most viewing happens on phones held upright. Keep the subject and any text inside the central safe area so the same scene works when it's cropped wider or squarer.
02Leave room for captions
Most people watch muted. Captions are part of the design, not an afterthought, and each format needs them placed differently to avoid platform buttons.
Plan the frame for the smallest screen, then let it grow.
03Why AI production helps here
Without a physical camera, each format can be composed on purpose rather than cropped. Every AI video ad we deliver comes in the formats the campaign needs, ready to upload.